by: Jessica Davis

Metrics play an integral part in the running and marketing of websites. It’s almost impossible to know the success of a website without some form of analytics tracking. Think of website metrics as a compass, telling companies where they’ve been, where they are and where they’re going. Pulling and analyzing website metrics data can help companies of all sizes answer the most famous web-based question, “How are we doing?”.

The metrics points a company pulls should revolve around that company’s individual website objectives. Each metric should correlate to one or more of the company’s objectives, however no single metric alone can answer the question of how successful a website is. Metrics by nature can answer one question, while invoking another. And only by finding the perfect metrics mix can a company truthfully answer the question, “How are we doing?”.

Marketing campaigns also rely heavily on metrics data. Depending on the type of marketing campaign that’s run, various types of URL and page tagging can be implemented to measure the reach, engagement and conversions received. The best way to ensure your tagging and analytics systems are setup correctly is to hire a metrics analyst. Many times, companies may not need a full time analyst, but a short contract can get you exactly where you need to be.

Remember, if you don’t know where you are, how will you ever know where you’re going?